Email deliverability · Mentor

Learning about email deliverabilty

Jason Hofsess

September 16th, 2013

Hi fellow FDers,

I'm thinking of taking on the (potentially) monumental task of learning email deliverability. Our team needs someone to be the person (that someone is going to be me) responsible for overseeing the following:

 - Actively managing the feedback loop (FBL) process
 - Keeping your sender score high
 - Reacting to situations when a customer marks your email as spam
 - Pre-testing email content for spamminess. Since some parts of our email content is authored by our external business partners, this process may need to be actively managed
 - Engaging and managing whitelisting services such as ReturnPath
 - Working to determine how the recipient ISPs handle an email that is considered "delivered" and how to maximize inbox delivery rates
 - Other

Where can I become an expert on this topic? Or is there someone out in FD-land that would like to be a mentor?


Ryan Rich

September 16th, 2013

There's no real need to become an expert in this area when products like campaign monitor exist. They have spam / design testing and all the analytics you'd want, including; spam reports, click through, bounce rate, user demographics, and the list goes on and on. 

You should look into several platforms and determine which one is viable for your company. 

Will Froelich

September 16th, 2013

If you are trying to do this programmatically, use a service like

Here's a blog post comparing them

I use Postmark and really like it. Fast, reliable, easy to implement, low-cost.

Unless your entire business IS email, do not attempt to write your own email delivery system.


September 16th, 2013

This can be a real drain on time and is not worth doing in-house unless the process itself is core to your business. Have you considered SendGrid for transaction emails and something else (anything from MailChimp to Marketo depending on your needs) for commercial emails?